By Rachel Irvine, CEO, Irvine Partners
We live in an age of hyper-personalization. Every ad you see online, every show you watch, and every book you read is recommended to you based on your tastes and preferences (as badly as some companies do). The travel industry is no different. No single destination or accommodation provider can meet every person’s travel wishes.
Therefore, it is important that they know who they are likely to reach and advertise accordingly. A good starting point is to identify which countries make up the majority of visitors and visitors. This is because, while there is obviously variation between countries, it is possible to collect broad preferences and work your way up to more personalized preferences from there.
Doing so means not only that travel and hospitality players are in a better position to understand why they are hitting the mark with citizens from certain countries, but also that they can ensure they are targeting the right people with the right message at the right time.
Understanding country preferences
But what do these preferences look like? McKinsey’s The state of travel and hospitality 2024 report provides some useful information.
The report, which reveals that the travel industry is on track for full recovery by the end of 2024 and that luxury travel is the fastest growing segment, also provides some interesting insights into what people from different countries are looking for in their travel experiences.
69% of Chinese tourists, for example, said they plan to visit a famous attraction on their next trip, compared to 20% of European and North American travelers who said the same.
Respondents living in the UAE, meanwhile, also prefer iconic destinations, as well as shopping and outdoor activities.
In other words, city hotels may more easily attract Chinese tourists if they are located near a famous landmark, while somewhere characterized as a quiet retreat or focused on interesting culinary experiences may be easier to attract Europeans and North Americans. tourists.
Attracting German and UK visitors
These are all important markets for the African travel sector, as are Germany and the UK. According to a report from S.A. TourismOutbound travel to sub-Saharan Africa from Germany is increasing by 21.2% annually. And in the first quarter of 2024, 125,420 British tourists visited South Africa alone, an increase of 5.3%. in 2023.
In Kenyathe United Kingdom and Germany were in fourth and sixth place in terms of tourist arrivals to the country in 2023, increasing by 19% and 46% respectively. It is therefore particularly important to know what the preferences are for these markets.
According to the McKinsey survey, both Germans (45%) and British citizens (38%) place importance on “getting away from it all”. Both also enjoy beach getaways, citing “soaking in the sun” as the main reason they travel at twice the rate of American respondents.
A study by TGM Researchmeanwhile, it found that the top three needs for German tourists are quality and comfort, safety and competitive prices. Their favorite activities are the beach and recreation, cultural and culinary activities, and shopping. While UK residents have the same three basic needs, they are more security conscious than Germans. They also invest more in beach and leisure activities than their German counterparts.
Another growing travel trend is sustainability. According to 2022 report carried out by Opinium on behalf of the Spanish Tourism Office, 86% of UK tourists rate sustainability as either ‘important’ or ‘very important’ when choosing a holiday destination.
A 2023 study by Germany’s Environmental Protection Agency (UBA), meanwhile, found that “61% of the population has a positive attitude towards sustainable holiday travel”. This shows that destinations and carriers targeting these markets can earn miles by adding their green credentials, but only if they have actually earned it.
Interestingly, none value traditional hospitality marketing initiatives such as loyalty programs and hotel branding as much as guests from China, the UAE and North America. Make no mistake, there is still value in such programs, but it shows that there is room for innovation in these markets, particularly in the luxury segment.
The right marketing partner
Of course, knowing what a country’s preferences are and marketing to those preferences are two different things. Therefore, it is important to choose marketing partners who not only know how to effectively advertise according to specific information, but also have a deep knowledge and understanding of the markets you are trying to reach.
This is important for a few reasons. The first is that they can ensure that your messages actually land in those markets. They understand what tone and language to use, and which platforms to target with those messages. Perhaps more importantly, however, they can take the insights around a particular market and dig deeper into them, providing additional layers of personalization.
Installed for development
Ultimately, even as travel numbers to Africa from the UK, Germany and other markets continue to grow, hospitality players must remember that success is not guaranteed. This means they understand their customers as deeply as possible and work with experienced marketing and communications partners who can turn that knowledge into results.
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